Retail Mail Order Business INTRODUCTION This research examines the

It is estimated that the average household in the United States receives a new mail order catalogue every 4.67 days (Englander, 1989). Total mail order sales excees $35 billion pr year, and have grown approximately 50 percent over the past five years. Almost any item one can imagine is available through mail order. Both goods and services are included in the product offerings. "Increasingly, Americans like shopping at home and marketers are out to make it easier" (Sales & Marketing Management, 1985, 39). Sales & Marketing Management characterized the home marketing phenomenon as a revolution (Sales & Marketing Management, 1985).

Shopping at home takes several forms. Responding to catalogues is one major way to shop at home (Kern, 1985). Shopping by computer is another way (Riggs, 1985). Telemarketing, however, holds the promise to dominate the field (Bencin,

1 21985). Telemarketing is a method of marketing which combines characteristics of both telephone selling and direct mail selling (Kotler, 1987).

The telemarketing method generates from two to five times the initial response sales as does the direct mail method when used alone (Sales & Marketing Management,

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He saw the only hope of collective cooperation in the absolute submission of the individual to a sovereign authority. Some later political philosophers have challenged the Hobbes relationship between his view of the natural state of man, and his view of the state of society (absolute submission of the individual to an arbirtary sovereign) on the grounds that individuals so constituted could never engage in collective cooperation. In the lateeighteenthcentury, Bentham's Fragment on Government introduced the utilitarian concept into philo sophy. Utilitarian ethics may be traced back, at least, to Hobbes. It was Bentham, however, who fashioned a philosophy from its theoretical bases. Bentham claimed that the motives for individual actions were morally irrelevant. In the utilitarian concept of philosophy, government was a necessary evil. Mill extended utilitarian theory to hold that, when an ascendant class exists within a society, the greater part of that society's moral values will derive from the interests of that class. Mill also sought to incorporate moral insights 8into utilitarian philosophy. In this latter context, Mill introduced a standard of value other than pure utility into utilitar
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Approximate Word count = 3691
Approximate Pages = 15 (250 words per page)